With the launch of the iPhone5 yesterday Apple shows that it has enough confidence in the sustainability of the iPhone that it launched in 2007 not to introduce new functions for the sake of it, says Prof. Javier Zamora. There are no disruptive innovations but rather a series of small improvements such as a bigger screen, faster processor and longer battery life. It is also lighter.

They are obviously confident that they have a good enough product to maintain a dominant position in the market and are comfortable being in second place to Android regarding market share because they're getting 75% of the profits in the smartphone market. The launch of new iPhones is synchronized with the renewal every two years of iPhone contracts. Many people's contracts will be up for renewal at the end of the year. This is another example of how Apple likes to squeeze and optimize the supply-value chain.

They are focusing on usability and design because they recognize that the iPhone has become our personal computer in our pockets, We use the iPhone to make personal and business decisions, and purchases in real time. The line between retail and e-commerce is now completely blurred.

It's interesting that in the past all of the new features of the next iPhone were kept secret but this time all of the rumors have turned out to be true. This suggests a change in the style of management in the post-Steve Jobs era.

It's also interesting to see what Apple is holding back on. There were rumors that it would incorporate the new chip that allows you to use the iPhone as an electronic wallet. Apple has decided not to introduce it in this phone while competitors such as Samsung have. Apple obviously feels that this technology is not mature enough to introduce into the mass market.

If you want to keep up to date with the latest technology news, subscribe to the blog Face IT.